The Brandizzi brothers' store, rooted in a family tradition of fine timepieces, is a global hub for collectors seeking exceptional watches and expert guidance.
RESEARCH
STRATEGY
UX/UI DESIGN
USABILITY TESTING
The Challenge
My challenge was to enhance their shopping experience for both buyers and collectors, starting from the initial website visit till home delivery. The goal was to increase conversions within the highly competitive vintage watch market.
What I Did
As a sole freelance UX researcher and designer, I worked closely with stakeholders to organise and conduct interviews alongside in-store contextual inquiries to gain deep insight into the customer journey. I redesigned the end-to-end experience, refining key touchpoints from online discovery to in-store interaction and post-purchase follow-up, and defined the strategic direction for the new website and overall shopping experience.
Main insights
I conducted desktop research on leading vintage shops, comparing their watch-buying process and functionality with insights from interviews and website data.
BUYERS
Most buyers are men who own multiple high-end watches, often receiving their first as a milestone gift from family.
COLLECTORS
Serious collectors who will trade one watch to "upgrade" to a more valuable piece.
BUYING A VINTAGE WATCH
Customers buying watches research extensively, compare prices, and prioritise retailers with strong reputations and expertise.
Main insights
Actionable
History. Customers spend time searching for the right watch with the right deal through word of mouth or web search, and find it difficult to keep track of their findings.
Updates. Since vintage watches can be rare or unique timepieces, they like to be updated with the latest arrivals.
Conditions. Customers need to be sure that the luxury watches are in perfect working order: repair is often too expensive. They want the pictures to clearly show the product and its condition.
First prototype
Once the website architecture and content were designed, I quickly wireframed the website and did a low-fi prototype.
Insights
After testing, I added the login account to give the chance to keep track of the history of the research through the days and added another way to let users sign up for the updates on the homepage.
On the billing page, according to the user's needs, I moved the product order to the top, and I kept info like warranty method, payment, financing and shipping /return at the bottom and added a pre-filled field with the total price.
The Brandizzi brothers' store, rooted in a family tradition of fine timepieces, is a global hub for collectors seeking exceptional watches and expert guidance.
RESEARCH
STRATEGY
UX/UI DESIGN
USABILITY TESTING
The Challenge
My challenge was to enhance their shopping experience for both buyers and collectors, starting from the initial website visit till home delivery. The goal was to increase conversions within the highly competitive vintage watch market.
What I Did
As a sole freelance UX researcher and designer, I worked closely with stakeholders to organise and conduct interviews alongside in-store contextual inquiries to gain deep insight into the customer journey. I redesigned the end-to-end experience, refining key touchpoints from online discovery to in-store interaction and post-purchase follow-up, and defined the strategic direction for the new website and overall shopping experience.
Main insights
I conducted desktop research on leading vintage shops, comparing their watch-buying process and functionality with insights from interviews and website data.
BUYERS
Most buyers are men who own multiple high-end watches, often receiving their first as a milestone gift from family.
COLLECTORS
Serious collectors who will trade one watch to "upgrade" to a more valuable piece.
BUYING A VINTAGE WATCH
Customers buying watches research extensively, compare prices, and prioritise retailers with strong reputations and expertise.
Main insights
Actionable
History. Customers spend time searching for the right watch with the right deal through word of mouth or web search, and find it difficult to keep track of their findings.
Updates. Since vintage watches can be rare or unique timepieces, they like to be updated with the latest arrivals.
Conditions. Customers need to be sure that the luxury watches are in perfect working order: repair is often too expensive. They want the pictures to clearly show the product and its condition.
First prototype
Once the website architecture and content were designed, I quickly wireframed the website and did a low-fi prototype.
Insights
After testing, I added the login account to give the chance to keep track of the history of the research through the days and added another way to let users sign up for the updates on the homepage.
On the billing page, according to the user's needs, I moved the product order to the top, and I kept info like warranty method, payment, financing and shipping /return at the bottom and added a pre-filled field with the total price.
The Brandizzi brothers' store, rooted in a family tradition of fine timepieces, is a global hub for collectors seeking exceptional watches and expert guidance.
RESEARCH
STRATEGY
UX/UI DESIGN
USABILITY TESTING
The Challenge
My challenge was to enhance their shopping experience for both buyers and collectors, starting from the initial website visit till home delivery. The goal was to increase conversions within the highly competitive vintage watch market.
What I Did
As a sole freelance UX researcher and designer, I worked closely with stakeholders to organise and conduct interviews alongside in-store contextual inquiries to gain deep insight into the customer journey. I redesigned the end-to-end experience, refining key touchpoints from online discovery to in-store interaction and post-purchase follow-up, and defined the strategic direction for the new website and overall shopping experience.
Main insights
I conducted desktop research on leading vintage shops, comparing their watch-buying process and functionality with insights from interviews and website data.
BUYERS
Most buyers are men who own multiple high-end watches, often receiving their first as a milestone gift from family.
COLLECTORS
Serious collectors who will trade one watch to "upgrade" to a more valuable piece.
BUYING A VINTAGE WATCH
Customers buying watches research extensively, compare prices, and prioritise retailers with strong reputations and expertise.
Actionable
History. Customers spend time searching for the right watch with the right deal through word of mouth or web search, and find it difficult to keep track of their findings.
Updates. Since vintage watches can be rare or unique timepieces, they like to be updated with the latest arrivals.
Conditions. Customers need to be sure that the luxury watches are in perfect working order: repair is often too expensive. They want the pictures to clearly show the product and its condition.
First prototype
Once the website architecture and content were designed, I quickly wireframed the website and did a low-fi prototype.
Insights
After testing, I added the login account to give the chance to keep track of the history of the research through the days and added another way to let users sign up for the updates on the homepage.
On the billing page, according to the user's needs, I moved the product order to the top, and I kept info like warranty method, payment, financing and shipping /return at the bottom and added a pre-filled field with the total price.